Abstract

This study aims to develop a new concept of the iconic product advantage as a bridge to solve the research gap on the impact of product development capability on marketing performance. This new concept is studied through relevant theory and tested through empirical research. Data were collected empirically from the owner of Salted Egg (micro, small and medium enterprises MSME) in Brebes, Central Java Province, Indonesia. The sample distribution was given to 115 respondents by using sample random sampling technique. The structural equation model (SEM) with AMOS 22 software is used to test the model and research hypothesis. Four hypotheses are proposed, and all hypotheses are accepted with the support of existing data, as well as showing primarily the strategic role of iconic product advantage in bridging the capabilities of product development and marketing performance. This study aims to enrich the literature as well as contribute to the science associated with the product development model of excellence. Furthermore, managerial implications and further research are also discussed in this article.

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